This document provides an overview of conversion optimization techniques and best practices. It discusses the importance of running targeted experiments to test hypotheses and get the right data needed. Specific techniques are presented for increasing relevance, trust, value, ease of use, and assurance at different stages of a visitor's journey. Testing velocity and strength of hypotheses impact compound uplift potential. Regular, well-designed testing allows optimizing multiple small improvements each year for significant gains over time.

1. 1
The Grand
Unified Theory
of CRO

2. 2
These are the people I meet every day

4. 4
The CRO Jedi masters

5. 5

6. The
Optimisation
Wheel

7. 1. I got all this persuasion stuff,
but when do I apply what?
2. I got all this data, but what
data do I REALLY need?
3. I got all these pieces but how
do they fit?

8. 8
“Essentially, all
models are wrong, but
some are useful”
George E. P. Box

9. This is where most start
“The most innovative
company in our
industry”
“Amazing creativity is
the core of everything
we do”

10. We are data driven - Horay!

11. 11
What do these writers say?
“Validated learnings” “Empirical validation”

12. 12
Or in plain english
“Fire bullets.
Then Canonballs.”

13. Add experiments! Done or?

14. What’s missing?

15. 15

16. Optimisation wheel Lean Startup

17. 17

18. 1. I got all this persuasion stuff,
but when do I apply what?
2. I got all this data, but what
data do I REALLY need?
3. I got all these pieces but how
do they fit?

19. 19
The first law of conversion
”Conversion happens
when your and your
visitors’ goals meet”
John Ekman

21. John Ekman
There’s a time for
persuasion & there’s a
time to just kick back
and watch the
conversion happen

22. 22

23. 23

24. 24
The 6 questions a visitor will ask
Relevance Value
Trust Action
Ease Assurance
“Am I in the right
place?”
“What can I do
now?”
“What’s in it for
me?”
“Can I trust
them?”
“How hard will this
be?”
“If I do this now,
what if….?”
Increase
motivation
Reduce
friction

25. WHEN?

26. Exploration
Evaluation
Commitment
Confirmation
“I’m going to a wedding next month, maybe I should get
something new to wear”?
“I want a black dress, size small. It has to be delivered
this week, before the wedding and no dry cleaning.”
“Ok, I want the dress. What’s the shipping cost and can
I pay by invoice?”
“What? You really think so?! Thanks!
I love it too. I bought it online actually”
Visitor goals

27. Let’s make it a loop!

31. Ease
Assurance
Action
Value
Trust
Relevance

32. Relevance
Persuasion Techniques““Am I in the right
place?””
Relevance
Keeping the scent
Implicit codes
Limiting cognitive load
/Choice paralysis
Brand recognition

33. 33
Implicit
codes

34. 34
Web
shop?

35. 35
Web
shop?

36. Trust
Trust
“Can I trust
them?”
Halo effect
Authority
Social proof
Seals, badges
Testimonials/ratings
Design credibility
Persuasion Techniques

37. Value “What’s in it
for me?”
Value
Positive value - Promise
Negative value - Threat
Value proposition
Differentiation (vs competitors)
Pricing techniques
Gradual engagement
Incentives, campaigning
Scarcity
Urgency
Persuasion Techniques

38. 38
Value
proposition

39. Action “What can I
do now?”
Action Visual Hierarchy
Call to action -copy
Gradual engagement
Choice architecture
Limit choice paralysis
Persuasion Techniques

40. 40
Visual hierarchy
Prioritized
Flat Prioritised

41. Ease “How hard will
this be?”
Ease
Usability
Chunking
Step visualisation
Positive feedback/validation
Goal gradient
Customer service
Persuasion Techniques

42. (transactional)
Assurance
“If I do this now,
what if….?”
Assurance
Money-back guarantee
Trial model
Free returns
Warranties
Testimonials/Social proof
Seals/badges
Customer service
Persuasion Techniques

43. 1. I got all this persuasion stuff,
but when do I apply what?
2. I got all this data, but what
data do I REALLY need?
3. I got all these pieces but how
do they fit?

44. 44
How do we
make sure we
get the RIGHT
data out of our
experiments?

45. Case Spotify
Premium

46. Premium trial for US market
High Dropoff rate
Original
You must leave your credit card
details in order to start your 30
day free trial
WHY?
46

47. Input to the hypothesis
We made a short exit survey.
The main reason stated:
47
“I don’t want to leave my
credit card details for
something that is free”!

48. Hypothesis:
Give the user “A reason why”
48
We only use this to verify your account, you
won't be charged anything for your trial
We need this just in case you decide to stay
Premium after your free month
We need this because our music deals only
allow free trials for users that are credit card or
PayPal holders
A
B
C

49. The result
49
Original
“We only use this to verify…”
Blame the record companies
“In case you decide to stay…”

50. 50

51. 1. I got all this persuasion stuff,
but when do I apply what?
2. I got all this data, but what
data do I REALLY need?
3. I got all these pieces but how
do they fit?

52. 52
Shotgun testing

53. 53
Better testing in two dimensions
Well-oiled
machinery
No
machinery
Weak or random
hypotheses
Strong and
consequent
hypotheses
Shotgun
testing
Alibi
testing
One hit
wonder
testing
Double
loop
testing
Testing velocity
Win rate

54. 54
Testing
Blues
Double
loop
testing
Testing
Blues
Testing
Blues
Testing velocity
Win rate
Better testing in two dimensions
Well-oiled
machinery
No
machinery
Weak or random
hypotheses
Strong and
consequent
hypotheses

55. The Testing Blues

56. 56
The
Experiment
process

57. 57
Double loop
testing

58. 58
Visual test duration calculator
apps.conversionista.se

59. 59
Do the maths
Estimated
uplift
Testing
time
Tests per
year
Compound
Uplift
Beginner 5 %
Average Joe 10 %
Stellar 20 %
Based on 3000 daily visitors, 5% baseline conversion rate

60. 60
Do the maths
Estimated
uplift
Testing
time
Tests per
year
Compound
Uplift
Beginner 5 % 138 days 3
Average Joe 10 % 35 days 10
Stellar 20 % 9 days 40
Based on 3000 daily visitors, 5% baseline conversion rate

61. 61
Do the maths
Estimated
uplift
Testing
time
Tests per
year
Compound
Uplift
Beginner 5 % 138 days 3 16 %
Average Joe 10 % 35 days 10 250 %
Stellar 20 % 9 days 40 150 000 %
Based on 3000 daily visitors, 5% baseline conversion rate

62. 62

63. 1. I got all this persuasion stuff,
but when do I apply what?
2. I got all this data, but what
data do I REALLY need?
3. I got all these pieces but how
do they fit?

64. conversionista.se/cxllive2016